The Sport Management Association of Australia and New Zealand
摘要:
The marketing mechanism of service dominant logic aims at the emerging marketing model led by service, and has been widely discussed and applied in the marketing field. Although research in market is abundant, little attention has been focused on the effectiveness of the marketing mechanism from the perspective of value co-creation in the model service dominant logic (SDL).
Using SDL as the theoretical framework, this study explores the effectiveness of a SDL model in the sports market. The participants for studies (N = 600) were recruited from fitness sports clubs in Taiwan. Structural equation modelling was applied to test the model. The results of this research support the reliability and validity of the SDL scale along with invariance measures and good correlation validity of multiple groups. Sport employees perceived service value had a positive indirect effect on creativity. Based on SDL model, sport employees perceived service value had a positive indirect effect on creativity. This suggests that perceived service value is an important mediator of the marketing mechanism of SDL. Furthermore, SDL marketing mechanism can be promoted employees creativity through the perceived service value approach. The outcome of this study may benefit fitness centers and increase their employees creativity by perceived service value the of sport organizations. Finally, the result of this study can be utilized by fitness centers to promote as making adjustments to existing service content to effectively allocate.
